Winner
The World vs.MS
Summary of work
The World vs.MS is an ongoing, ambitious social movement which has united the world in the fight against multiple sclerosis (MS). A movement which set out to reveal and solve the challenges faced by the 2.5 million people living with this debilitating condition.
Galvanising the MS community, we encouraged them to share their challenges with us. Then, we asked the world’s brightest minds to help us solve them, partnering with WIRED, Entrepreneurial Spark and MS Ireland to help bridge the MS and innovation audiences. This resulted in the development of BladdeRunner – an ingenious app which will help transform the lives of thousands living with bladder control issues.
Now, having activated the MS community, we are on a mission to better educate them about brain health in MS – a subject painfully absent from patient and HCP conversations, but one which could greatly improve quality of life.
And through a robust content communications strategy, we are tackling subjects often avoided in pharma, such as sex and family planning. In doing so, we are supporting the MS community in having more in-depth and better informed conversations. Ultimately, empowering them to demand more from their lives with MS.
Judges’ comments
The judges thought this was a hugely inspirational, insightful, patient-centred, multichannel campaign with innovative partnerships that seriously gives back to the community. It stood out because it was digital first and it integrated the company's agenda with external audiences as well as integrating channels. The use of social media was excellent and meaningful and there was feedback from a wide variety of stakeholders. They praised the fact that it dealt with more difficult areas of the disease like bladder control.
